The concept of the new King of Shaves Shave + Shield is simple: it’s a product that you can use as a shave prep but as a moisturiser too. So, technically, you don’t actually need to rinse it off after shaving as you would with a gel, foam or cream. In that respect it dovetails beautifully with King of Shaves’ last big launch, the Hyperglide, which is essentially a razor that can, if necessary, be used without water. So, add the Shave + Shield to the Hyperglide and you pretty much have the ultimate waterless shave.

In practice, not rinsing has a few disadvantages (not least that the odd rogue stubble clipping might still be stuck to your face) but it’s still an excellent time, space and money-saving product to have in your bathroom, gym bag or to pack into your suitcase if you’re heading off on your hols. What’s most impressive about it is that it’s lubricating enough to shave with and yet isn’t remotely greasy or shiny on the skin, leaving a perfectly matt finish. Clever.